Usage of Social Media Marketing and Service Quality Towards Customer Purchase Intention of PT. Sari Coffee Indonesia

Lasmy and Hardijanto Saroso
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Lasmy: Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia
Hardijanto Saroso: Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia

The Journal of Social Sciences Research, 2018, 619-629 Special Issue: 2

Abstract: The increased smartphone users have an impact on social media users who also continue to increase. This is used by the company as a marketing tools, with the hope that the products (goods or services) offered can reach a wider market, increase sales, enhance the company’s image and compete with other similar companies. PT. Sari Coffe Indonesia is known as Starbucks using social media such as Instagram, LINE and Facebook. On the other hand, Starbucks also pays attention to the quality of services provided to its customers which must be able to meet customer needs and even exceed customer expectations. Therefore, the purpose of this study is to find out (1) the effect of social media marketing (X1) on customer purchase intention (Y); (2) service quality (X2) use towards purchase intention (Y); (3) social media marketing (X1) and service quality (X2) use towards purchase intention (Y). The method used in this research is associative quantitative, the method of data collection using the media questionnaire, the scope of this research focuses on customers at Starbucks Pasaraya Grande branch. Data processing using SPSS. Data processing results indicate that there is a significant influence between the independent variable and the dependent variable of 59.8%. At the same time, the results of the F examination also show a significant effect between the independent variable and the dependent variable. In addition, based on T examination, service quality (X2) partially dominates the influence on intention to buy (Y) variable with t count 9,404 while the amount of t count on social media marketing (X1) is 3,182.

Keywords: Social media marketing; Service quality; Purchase intention. (search for similar items in EconPapers)
Date: 2018
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